OpenKnowledge Social Business 2013 Keynote

1. Customer Experience
Management
Evolving
through social

2. @robhoward

3. What is Customer
Experience
Management?

4. A business strategy
to capitalize on your biggest asset:
^
Your Customers

6. 70%research before
sale starts
expect better
online customer
service
70%

7. Impact of Customer Experience
Laggards Leaders
Willingness to
buy more -7.7% +6.7%
Reluctance to
switch -7.6% +8.2%
Likelihood to
recommend -8.2% +8.4%
Customer Experience Boosts Revenue
Percentages are relative to industry averages

8. Support Sales
Marketing
Social
Acquire
Engage
InformConnect
Retain
Where Does Social Fit?

9. “Engaging in honest, direct conversations with
customers and stakeholders is a part of who we are,
who we’ve always been. The social web amplifies our
opportunity to listen and learn and invest ourselves in
two-way dialogue, enabling us to become a better
company with more to offer the people who depend on
us.”
--- Michael Dell

10. Social is the new normal

11. Marketing RaDaR
http://blogs.forrester.com/nate_elliott/13-01-24-introducing_the_marketing_radar
Social
Communities
Social
Networks
Social is not a destination

12. Relationships Problem to Solve
Shared Interests Relationships
Why we go
Social Networks Social Communities
Why we stay
Copyright Telligent 2011
How much do you me?

13. 4% Post on Twitter
11% Blogs
19% Post a query on question site
25% Video (YouTube or company website)
33% Forums
48% None of the above
Where do you start?

15. Digital
Marketing
Support
Reputation
Networking
3. Strategy2. Goals and Objectives
Customers to interact and share
experience. Creating
authenticity and trust.
• Authenticity
• Awareness
Customers and prospects ask
and answer questions; typically
supported by organization.
Provide a location where
discussions about your product
and services can take place.
Facilitate groups of like-minded
people to get together and
share common experiences.
• Understanding
• Participation
• Connecting
• Community
• Information
• Answers
1. Audience
Prospects
New and existing
customers
Customers
Support current
customers
Market
Perceptions and
coverage
Community
Fans, Followers, and
Friends
Community Planning Framework

16. 5. Results
• Support
• Customers
• Perception
• Coverage
• Sales
• Coverage
• Sales
• Customers
4. Solutions
• Engagement
• Content
• Moderation
• Q&A
• Defer Calls
• Reuse
• Sentiment
• Influence
• Moderation
• Profiles
• Engagement
• Identity
Analytics
Where did the
activity take
place?
What was
discussed?
Popular?
How are
people
collaborating?
Who are the
users and
types?
Why are they
using the
system?
3. Strategy
Digital
Marketing
Support
Reputation
Networking
Platform
Forums, Blogs,
Wikis, Email,
Profiles, etc.
Search, Single
Sign-on, and
integration
Moderation,
filters, SPAM
tools
Workflow, Rules
& Policy,
Security,
Privacy
Widgets, APIs,
Extensibility,
3rd Parties
Community Planning Framework

17. Five Ways to
Measure

18. Number of Questions
answered by community
#1

19. Number of Questions
answered by employees
#2

20. Views on answered
questions
#3

21. Top community
answerers
#4

22. Unanswered questions
to answered ratio
#5

23. Quick Index for Support Community Value
Answer Value = Support Ticket Cost * (N% * Views of Answer)
Bonus Metric

24. @robhoward